Journal of Management Research
Volume 17, Number 4 (October–December 2017)
ISSN: 0972-5814 Online ISSN: 0974-455X
Determining Factors of Brand Attitude Towards Private Label Fashion Wear
Balakrishnan Menon
| Abstract |
Consumer Market has been witnessing a steady increase of presence of Private Label Brands, in the retail industry. Customers are beginning to change their attitude to Private labels. As competition is becoming stiffer, retailers are strategizing to increase market share of their own brands. Retailers have introduced varieties of private labels in different categories like apparel, food and grocery, health care, personal care, consumer durables, lifestyle etc. This study was being conducted in private label brands in fashion industry. The research aimed to investigate the role of private label brand attitude on purchase intention of fashion brands. The research was conducted to understand the differential consumer factors, which lead towards private label brand attitude. The study was conducted among consumers of private labels in and around Kochi city. The study results corroborated that Price Consciousness has a direct positive relation with Purchase Intention of fashion brands. It was also established that Consumer Innovativeness has a positive and direct relation with Purchase Intention. It was accepted that Consumer Innovativeness has a positive effect on Private Label Brand Attitude. The study revealed that Private Label Brand Attitude has a mediating effect on Purchase Intention of fashion brands.
Login